Analysis: Should you consider an unknown brand like SWM for a premium buy?

The question has been around for ages but as more and more premium motorcycles go on sale in India, the dilemma worsens. Should you purchase a premium motorcycle from a known brand? Like Harley-Davidson or Triumph or Ducati? Or is it okay to pick up a motorcycle from a relatively unknown brand, like say Benelli or SWM?

Reliability

The biggest issue in this perhaps, in the tangibles column, is reliability. Unfortunately, the record of a manufacturer in this aspect is directly linked to its fame and reputation. Chances are that a Honda or a Yamaha will prove to be more reliable than, say, an SWM or a Benelli. But note that this is a probability. If you're not among the early adopters - they are the real risk-takers - then chances are that there will be enough word of mouth for you to know what to expect from your purchase.

Resale value

Most of the time, resale value is a small consideration, but it's a real thing to add to your list of decision making factors. You see, a reputed brand and product is more likely to have a strong residual price than a relatively unknown brand. There are a few exceptions on both sides, of course, but generally that's the spread.

Trust

But the real core of the problem is trust. How reliable, what resale value and all of these considerations are probabilities. It could work out, but it might not. That's hard to call. But here is the thing. The state of the market in India is that we're a nation starved of options when it comes to premium motorcycles. The luxury market has opened up and the options are increasing, but the duties are idiotically high and it makes the bikes that much more expensive to figure out how to own. So while you're looking for trust, your aspiration drives you forward relentlessly.

Desperation

So the primary reason to think about investing in a premium brand versus an unknown one is desperation. If you look at the SWM Superdual T, for example, the question really is how much longer are you willing to wait for an adventure tourer to come around?

We urge you to look past the specification and the metal-for-money buying pattern. Instead, focus on what you want to do with the motorcycle. And use that list of requirements to evaluate if the motorcycle is worth it or not. You might discover that the SWM, for instance, is an easy decision to make. Your test ride might reveal that you like the bike a lot at Rs 4.5 lakh, ex-showroom. But the same bike's appeal fades at Rs 7 lakh, ex-showroom. But the price should be the final consideration after you have evaluated the behaviour, nature, quality and fit for your purpose.

So, should you consider buying a premium bike from a known brand or an unknown one? Test ride it first, judge it later.